Entertainment‐seeking shopping centre patrons: the missing segments

TLDR

Entertainment is increasingly used by shopping centres as a marketing tool to attract consumers and differentiate their image, yet its role in shaping centre image and segment identification remains underexplored. This study aimed to develop a model of shopping centre image attributes and to identify six patron segments, including entertainment‑seeking groups. The analysis revealed three key neglected attributes—entertainment, food, and security—and identified entertainment‑seeking segments, the entertainment shopper and the service shopper, with implications for management and future research.

Abstract

Abstract Entertainment is increasingly an integral part of the marketing strategy used by shopping centres to entice consumers. Further, entertainment can be a means of image differentiation for shopping centres, given that the image of a competitive retail institution is a critical determinant in consumer patronage decisions. However few studies have examined the contribution of entertainment to shopping centre image. Moreover, using entertainment as a means of identifying distinct market segments has not been explored. Hence, the purpose of this study was twofold. First, a model of attributes that represented the shopping centre image was identified. Three essential attributes that have been neglected in most shopping centre studies were revealed, namely entertainment, food and security. Second, six market segments of shopping centre patrons were identified and labelled the "serious" shopper, the "entertainment" shopper, the "demanding" shopper, the "convenience" shopper, the "apathetic" shopper and the "service" shopper. In particular, the "entertainment" shopper and the "service" shopper are identified as entertainment‐seeking segments. Managerial implications of the findings and future research directions are addressed.